創立事業，開發新產品，目的都是在經由解決客戶的問題，滿足客戶的需求，從而得到客戶的滿意，採用你的產品/服務。因此，你絕對有必要瞭解客戶需要什麼？
然而，許多客戶其實並不真正知道什麼樣的產品/服務，才能真正解決他的問題。很多時候，客戶只會告訴你他面臨了什麼樣的困難，或是他只是困惑著。
因此，做市場調研，或是直接詢問客戶的需求，通常是得不到產品開發規格/功能的答案的。
你必須要會聆聽客戶的陳述，去瞭解背後的真正問題，找到解決問題的最佳方式。例如，客戶說這匹馬跑得不夠快，真正的需要並不是【馬的類固醇】，而是【車子】。
你的價值，在於你比客戶更專業，更能夠洞察問題的真正所在，並提出專業而有創意的解決方案。
你的價值，在於能夠讓客戶發出【哇】、喜出望外的產品/服務。
You need to know what customers want, but don't ask for details
The purpose of creating a business and developing new products is to satisfy the needs of customers by solving their problems, so as to get the satisfaction of customers and adopt your products/services. Therefore, it is absolutely necessary for you to understand what customers need.
However, many customers don't really know what kind of products/services they need to solve their problems. Most of the time, the customer will only tell you what difficulties he is facing, or he is just confused.
Therefore, market research, or direct inquiries about customer needs, is usually not the answer to product development specifications/functions.
You have to listen to your clients' statements, understand the real problems behind them, and find the best way to solve them. For example, customers say that the horse is not running fast enough, and the real need is not the steroids of the horse, but the car.
Your value lies in that you are more professional than your customers, have a better insight into the real problem and come up with professional and creative solutions.
Your value lies in enabling customers to deliver [wow] products/services that are beyond expectation.
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